There is inefficiency in the operations, administration and measurement of ad assets across all media platforms that use union talent. Registering ALL assets will spur innovation, reduce material lead times, and save money for the entire marketing and communications ecosystem.

Only if the produced creative can be classified as a "commercial" under the collective bargaining agreement. While the odds are that apps are not covered, it would have to be determined on a case by case basis.

If classified as a "commercial" under the commercials contract, such a production would be known as "made-for" and require the fees specified in the union agreement. This is the same process as existed in the past.

Ad-ID will be able to compare advertisers that have registered codes in the Ad-ID system against a master list of advertisers. Unless the Ad-ID code is in the Ad-ID system, the Clearinghouse will not recognize it. It must match up. So creating your own is equivalent to not using one at all and violates the requirement.

Today's system of varied advertising identifiers and manual calculations risks accurate talent residual payments across media platforms. Using Ad-ID enables more accurate tracking and accounting, as part of the Clearinghouse Initiative.

Video ads created specifically for the Internet which use union talent must be registered with Ad-ID. There will be joint education developed by the Interactive Advertising Bureau, Ad-ID, and the JPC in the coming months in this regard.